Strategy & Insight
So last week’s blog post, in which I revealed the most popular Love Island emojis, the snakiest contestants and the snakiest episodes so far, as well as who’s getting the most loveheart emojis, face palm emojis and heartbreak emojis (check it out if you missed it!), went down very well! So much so that I’ve actually delivered on my promise of more Love Island social analysis. Here you have the social media (Twitter and Instagram) highlights from the last 7 days of Love Island (specifically 14th to 20th June):
By the end of last Wednesday there had been 415,000 Instagram posts and Tweets about the series. As of 12pm this Wednesday, that figure totalled 578,000; meaning the last 6.5 days have seen 163,000 mentions of the show online. Granted, last week’s analysis looked at a 8.5 day period, but still – our chatter is slowing!
There was clear excitement around the show’s launch and that first show still drove so many more mentions than any other (93,177 mentions versus the next most-talked-about show – the second episode – which drove 55,792 mentions). Could it be that the events of the last 7 days haven’t been as divisive or dramatic or interesting to the public, compared to those of the show’s early days? Some people think so:
#LoveIsland has been absolutely dead crack for nearly a week and then woah all of a sudden it wakes up again, love it 😂😂
— Michael Mundell (@MikeMundell96) June 19, 2018
Or are we just more likely to talk about the show online in the early days, as we’re forming opinions about the contestants and caught up in the buzz of it being back on our screens? The answer should be revealed as the show goes on (and if you’re a Love Island producer reading this – *please* bring on the drama so I can benchmark the mentions!).
Alex! It seems we’re still obsessed with the slightly-awkward doctor finding love. Alex took 16% of social mentions from 14th June to 20th June, closely followed by Adam, who’s scandalous behaviour (more on that shortly) has seen him feature in 14% of social mentions. Third place goes to Eyal who, despite being less controversial this week, has featured in 11% of social mentions. So still, the boys are the big talking points this series – though it’s worth giving Rosie an honourable mention with 9% of social mentions referencing her (though a lot of those are linked to her heartbreak at Adam’s hands).
The laughing/crying face Emoji remains the most used around Love Island, with more than 12,000 uses this week. In terms of the episodes that are making us use the emoji, the top one was last night’s (Tuesday 19th) which saw it used 2,696 times:
— Harriet Allen-Miles (@harriet_AM) June 19, 2018
"Go and enjoy the next bombshell that comes in cos this ones done" !!! .. not even ashamed to say that i stood up n clapped 😂 .. well done Rosie!!! #LoveIsland
— ErinTighe (@ErinTheFri) June 19, 2018
Jack pretending to be a waiter 😂 #loveisland (the kids make me watch it!)
— Lisa McGuinness (@RITPMrsMcG) June 19, 2018
Or are we?! Last week’s analysis focused heavily on the Island snakes, with Adam and Eyal driving a huge amount of snake emoji use for their questionable behaviour in pursuit of a partner (FYI – Adam ditched Kendall for Rosie and continued to be a general sleazebag, while Eyal went after Megan and made it impossible for Alex to get to know her, going as far as kissing her right in front of the heartbroken Doc!). From Wednesday 13th to Monday 18th, snake mentions and emoji use was considerably down versus the previous week and, it seemed, the Islanders were living a bit more harmoniously, but last night changed all that. Adam has jumped back on the snake-train (ditching Rosie for Zara this time!) driving a new spike in snake mentions:
— Chantelle Young (@chantellegrace7) June 19, 2018
Just shows how classy Rosie is though that she kept her cool and didn’t drop kick Adam out that villa like he deserves 🐍#LoveIsland
— fiona crew (@fionaaaacrew) June 19, 2018
— carla jane hardy (@CrazyCarla76) June 19, 2018
Whatever you feel about the show, you must agree that it’s hard watching a young girl break down on national television because a guy she trusted mistreated her (and I was really pleased to read about the psychological support Islanders are given this morning). However, it was interesting to see that Adam and Rosie are the Islanders who’ve received the most facepalm emojis this week (304 facepalm posts featured Adam, while 235 featured Rosie), with a whole bunch of viewers suggesting she should have seen his betrayal coming:
Part of me can’t help but not feel sorry for Rosie… What did she expect? The show is a game and they have known each other 10 days. No one owes each other anything 🤷🏼♀️ Way too deep after 10 days 🤦🏼♀️ #loveisland
— Naomi Jones (@NaomiEJones) June 19, 2018
— Shirrel Hines (@Llittlelady12) June 19, 2018
— Kate 💁♀️ (@SkatesAmos) June 19, 2018
Reassuringly, there was also a more empathetic bunch voicing their opinion online; Rosie overtook Alex this week, becoming the Islander to generate the most mentions of heartbreak, or use of the broken heart emoji in posts like this:
Awww Rosie my heart breaks for you! 💔 Go Tell Em Girl #LoveIsland
— Fiona Rosamond (@fifi89x) June 19, 2018
The way how Adam has made Rosie feel is how my ex made me feel, my heart breaks for you Rosie, but you are never the problem he is #loveisland
— Samanthaaar (@smnthlls) June 19, 2018
Think Rosie’s rant at Adam spoke for MANY girls who’ve had their heartbroken before. we love u Rosie #loveisland
— Phoebe Williams (@Phoeb_dallas) June 19, 2018
Much of the show’s narrative so far has seen Dr Alex (who blatantly has a little less confidence than the other guys in the villa) struggle to connect with a girl beyond friendship. Such is his regard amongst viewers that he and his partner Samira were saved against Hayley and Charlie in an elimination. However, social data suggests there’s a growing pocket of viewers who aren’t so pro-Alex.
22% of posts mentions containing the words and ‘cringe’ and ‘cringing’ from 14th June to 20th June referred to Alex:
Catching up on Love Island & I know the main point should be how vile Adam is but it's Alex who makes me feel physically uncomfortable. He's so cringe it's stomach turning. pic.twitter.com/0bNLSK4RHZ
— Liam (@liamo_dh) June 20, 2018
— Jack Wade (@1bigtweetard) June 19, 2018
alex is so excited omg its cringing me out so much 😩 CALM DOWN PLEASE #loveisland
— sara (@saravwxyz) June 19, 2018
According to social media, Rosie is the second most cringeworthy Islander with 21% of mentions this week due to, a bit harshly (in my opinion!), her sass:
Personally think Rosie’s so cringe, no wonder Adam doesn’t want to be involved with her 😬 #loveisland
— soph x (@sophblakeley) June 19, 2018
— Miss Rebecca Poff (@Becki_Poff) June 19, 2018
The way rosie struts about and the whole pretending not to care attitude is so cringe to watch #loveisland
— Jodie gawman (@jodie_gawman) June 19, 2018
And fear not, Eyal remains the third most cringe Islander this week (and the top cringe Islander since the series started, with a whopping 33% of all cringe mentions), largely due to his ‘vibe’:
Eyal is a walking book of gap year student quotes. It’s proper cringe! #LoveIsland
— Teddy (@Teddov) June 18, 2018
Eyal makes my skin crawl, his vibe just makes me cringe #loveisland
— reanna (@marierxo) June 18, 2018
Just started watching Love Island for the first time ever and every time I hear Eyal’s voice it literally makes me CRINGE why does he sound like a child????
— Rhianna Murray (@rhiannamurray) June 17, 2018
I couldn’t end on a negative and, sure enough, a bit of analysis on Jack and Dani means I can end this post with some warm, fuzziness. Social media is still obsessed with the happy couple; they generated 4,114 co-mentions (i.e. posts which mention both Jack and Dani) this week, topped only by the unhappy and drama-fuelled Rosie and Adam.
And the emojis that the public are using around the couple speak for themselves:
Could the winners of Love Island 2018 have been decided already? Some people seem to think so:
So much drama going on but we all know Dani and Jack are gonna win this by a storm 🤷🏻♀️ #loveisland
— Molly (@mollshallett) June 19, 2018
Dani saying she wishes all boys were like Jack is what I’m here for, where ya spending that prize money guys?🤷🏼♀️ #LoveIsland
— mia kate ✨ (@mmxmia) June 19, 2018
England are gonna win the World Cup, Jack and Dani are gonna win Love Island, what a time to be alive
— Nathan Garnett (@N18THG) June 20, 2018
Tune in next week for more analysis – and if there’s something you’re particularly keen for me to cover next week, Tweet me @coleybird.
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Data source throughout: Brandwatch.